西方大量营销学家和理论工作者对厂商间的渠道冲突从不同角度进行了剖析,指出冲突本质是渠道利益的分割,源于厂商共同利润空间的“萎缩”。但是,本文从顾客价值链的角度来分析渠道冲突,通过整合渠道价值网络来解决渠道冲突,使得渠道达到平衡;强调了渠道冲突只有以消费者为前提,才能实现多赢。一、渠道冲突的根本原因 A large number of western marketing and theoretical workers analyze the channel conflicts among manufacturers from different perspectives and point out that the nature of conflict is the division of channel interests and stems from the shrinkage of manufacturers’ common profit margins. However, this article analyzes channel conflicts from the perspective of customer value chain, and resolves channel conflicts by integrating channel value networks so as to balance the channels. It emphasizes that channel conflicts can achieve win-win only when customers are the premise. First, the root causes of channel conflicts